Brand values are no longer optional

This summer alone, we’ve seen brand after brand stumble—not because their products failed, but because their values were questioned.

What’s striking isn’t the backlash itself. It’s how predictable it has become.

These moments aren’t isolated PR crises. They’re signals of how much values now influence buying behavior.

Remember, data from Harris Poll shows 82% of consumers want a brand's values to align with their own. That same research showed that three-quarters of consumers have no problem parting ways with a brand if there is a mismatch.

So let's get into some current examples that bring this to life.

As mentioned previously, the whole American Eagle x Sydney Sweeney campaign and the controversy that ensued --- how consumers responded to it was based upon whether or not their values aligned with American Eagle's. Foot traffic is down in American Eagle stores since the controversy.

Now, a brand that has often been celebrated for its commitment and approach to inclusion is in the hot seat.

E.L.F. beauty published a campaign this week featuring comedian Matt Rife, who is under fire for making a joke about domestic violence during his Netflix special a few years back.

Fans reaction to his presence in the ad was swift, on both the comments of the ad, and on TikTok and other social media channels.

E.L.F. has since responded to the criticism from fans and consumers (a number of them who are saying they will shop elsewhere), noting they "missed the mark." E.L.F. has not removed the original video.

Consumers were upset because they felt E.L.F. partnering with Rife was a violation of their values and a violation of what they understood E.L.F.'s values to be.

And last week, there was a lot of chatter online in response to a video the founder of Huda Beauty posted on her TikTok account. In the since-removed video, Huda, the founder, made some pointed comments about the Israeli government.

People who were not on board with Huda's comments petitioned Sephora to get Huda Beauty products removed. Huda herself posted a follow-up video to share her side of how the saga is unfolding. Sephora has said it will evaluate the situation.

Consumers who petitioned Sephora are not ok with the opinions or values Huda expressed in her original video. Huda supporters and pro-Palestine consumers are ready to boycott Sephora if it removes Huda Beauty products.

This is a prime example of consumers standing firm on their values -- and using their influence and wallets to reinforce their values with brands.

So what should marketers and brand leaders learn from this?

Don't think of brand values as some willy-nilly thing that doesn't hold weight.

It matters to consumers. Increasingly, consumers are not just making buying decisions based upon your products and experiences.

They want to know that the values you have, how you live them, and the values of the people you collaborate with, are aligned with their own.

Brand values are important to customers. And as a result, they need to be important to you.

And more and more, inclusion, belonging, empathy, and just plain humanity, are values that are at the forefront for consumers.

The action consumers are taking based upon how brands live those values (or not) is worth taking note of.

Give your brand values the respect and importance it deserves. Stand on your values -- especially when challenged. And be prepared that you will attract consumers who are aligned with your values, and repel those who are not.

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